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lego.com Website Analysis for March 2026
Unleash your creativity and bring your ideas to life with LEGO® Pick a Brick! Whether you're searching for the perfect piece to complete your masterpiece, starting a brand-new build, or customize an existing LEGO® set, it's all possible with Pick a Brick. Our extensive selection of bricks, plates, tiles, minifigure pieces and more has everything you need. Looking for something specific? You can easily browse by piece type, color, and more so you can find the perfect brick for your next creation. There’s no limit to what you can build!
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Global Rank
#830171
Country Rank
#501105
Category Rank
#3
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Total Visits
43.4M
Bounce Rate
36.87%
Pages per Visit
5.58
Avg Visit Duration
00:03:02
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lego.com Traffic & Engagement Analysis
lego.com's web traffic has decreased by 6.4% compared to last month. See all traffic & engagement stats for lego.com in the past 3 months below
Showing Similarweb estimated data. Publicly validate your site’s metrics by connecting your GA4
Last Month Change
6.4%
Bounce Rate
36.87%
Pages per Visit
5.58
Avg Visit Duration
00:03:02
Total Visits Last 3 Months
Compare lego.com to:
43.4Mlego.com
lego.com Web Traffic by Country
Which countries sent the most traffic to lego.com lately? Where is their core audience from? Last month United States was the top country sending desktop traffic to lego.com - click below to discover all countries
Top Countries
United States
36.16%0.37%
United Kingdom
7.53%7.7%
France
5.69%6.12%
Canada
5.4%2.66%
Germany
4.37%0.58%
Others
40.84%
lego.com Website Traffic Demographics
Audience composition can reveal a site's current market share across various audiences. lego.com's audience is 57.63% male and 42.37% female. The largest age group of visitors are 25 - 34 year olds.
Age Distribution
Gender Distribution
- Female42.37%
- Male57.63%
lego.com Competitors & Similar Sites
Reveal lego.com top alternatives and find potential or emerging competitors. bricklink.com is the website with the highest similarity score to lego.com. Find out why - Click here to Analyze all competitors
Site
Affinity
Category
Category rank
lego.com Top Traffic Sources
The top traffic source to lego.com is Direct traffic, driving 36.1% of desktop visits last month Organic Search is the 2nd and Display is the 3rd. The most underutilized channel is Gen AI. Drill down into the main traffic drivers in each channel below
Marketing Channels Distribution
36.1%
Direct
1st Place
Organic Search
2nd Place
Display
3rd Place
Only showing top 3 marketing channels.
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The top referral sites sending desktop traffic to lego.com.
Category Distribution
Games - Other
12.8%Video Games Consoles and Accessories
9.49%News & Media Publishers
8.74%Jobs and Employment
7.97%Marketplace
6.4%Other
54.6%Top Referrals
Display Advertising Traffic to lego.com
Analysis of the top publishers sending traffic to lego.com. Currently, there are 256 publishers referring visitors.
Top Publishers
Start a trial16.78%Start a trial4.16%
giftster.com3.73%
tf1.fr3.35%
onet.pl3.26%251 Others68.71%See all
Publishers256
Ad Networks5
Links from lego.com to Other Websites by Traffic Share
lego.com is sending desktop traffic to 63 different websites from several categories. Discover each category's traffic share below
Top Outgoing links
Category Distribution
Shipping and Logistics
35.15%Fashion and Apparel
23%Business Services
20.59%Games - Other
5.05%Social Media Networks
3.8%Other
12.42%
Social Media Traffic to lego.com
lego.com gets most of its social media traffic from Youtube, followed by Facebook and Reddit (Desktop). Engaging audiences through X-twitter may reveal new opportunities
Social Networks
22
Social Network Distribution